For World Mental Health Day, Topshop and Topman joined forces with CALM (Campaign Against Living Miserably) to create a clothing collection called Care Sewn In. The 13-piece range boasts large care labels on the backs of t-shirts and hoodies that provide instructions for mental well-being, such as "don't handle problems on your own" and "talk to a mate to iron them out." These tips put a twist on the kinds of garment care instructions that are usually seen on garments, and serve as a reminder that it's just as important to look after one's mental well-being.
On the front side of the clothing pieces, there are words like "Fragile," and "Talk Talk Talk."
The project is part of a CALM campaign called Let What’s Inside Out that's centered on starting conversations about mental health.
Self-Care Apparel Collections
Topshop, Topman & Calm Created 'Care Sewn In' with Self-Care Labels
Trend Themes
1. Mental Well-being Fashion - Opportunity to incorporate care labels with mental well-being instructions on clothing pieces.
2. Conversation-starting Apparel - Potential for apparel with thought-provoking messages to spark discussions about mental health.
3. Self-care Clothing Collections - Emerging trend of clothing lines promoting self-care and mental well-being through design and messaging.
Industry Implications
1. Fashion - Fashion industry can explore incorporating mental well-being instructions on clothing labels for a new customer experience.
2. Mental Health - Opportunity for mental health organizations to collaborate with fashion brands to create clothing pieces that raise awareness and encourage conversations about mental well-being.
3. Marketing and Advertising - Marketing agencies can help brands develop campaigns focused on self-care clothing lines to resonate with consumers' growing interest in mental well-being.